Mattel Buys Pleasant Co. for $700 Million

Share this article:
Toy company Mattel Inc. announced last week that it will acquire Pleasant Co., a direct marketer of the historically-inspired American Girl doll line, for $700 million.


"We might look at cataloging or direct marketing some of our products. We feel that Pleasant Co. has expertise in direct marketing, and we hope to benefit from that," said Glenn Bozarth, a spokesman at Mattel, El Segundo, CA.


Pleasant Co., which touts $300 million in annual revenues, will maintain its headquarters in Middleton, WI, and operate as an autonomous unit of Mattel. Pleasant Rowland, president and founder of Pleasant Co., will become vice chairman of Mattel and serve on Mattel's board of directors.


Mattel said its acquisition of the company will add modestly to its 1998 earnings.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Epicor to Acquire Analytics Provider QuantiSense

Epicor to Acquire Analytics Provider QuantiSense

Retail solutions provider seeks to up its data analytics game for large and midsized retailers.

One Third of Companies Fail to Measure Data Quality ROI

One Third of Companies Fail to Measure Data ...

Twenty percent of companies assume their data quality tools pay off, while another 10% doesn't monitor ROI at all.

Ensighten and Anametrix Unite in an Open Relationship

Ensighten and Anametrix Unite in an Open Relationship

Ensighten's purchase of the analytics company is about giving ultimate ownership of data to marketers, says CEO Josh Manion.